Hygge
Preventive healthcare app.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor | €0.0 | round | |
* | €300k | Seed | |
| Total Funding | 000k | ||
| EUR | 2021 | 2022 | 2023 |
|---|---|---|---|
| Revenues | 0000 | 0000 | 0000 |
| % growth | - | 78 % | (4 %) |
| EBITDA | 0000 | 0000 | 0000 |
| Profit | 0000 | 0000 | 0000 |
| % profit margin | 6 % | 1 % | 1 % |
| EV | 0000 | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 | 0000 |
Source: Company filings or news article
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Hygge, operating as Hygge Dog, is a direct-to-consumer pet food company established in Tuscany, Italy, in 2021. The firm was co-founded by Martina Terigi and Giada Iacopini. Terigi's background as a lawyer, where she studied the legal formation of startups, combined with personal challenges in finding suitable food for her own dog, sparked the idea for a personalized pet nutrition service. Hygge positions itself in the premium, customized pet food market, primarily targeting dog owners through its e-commerce platform.
The company's core offering is personalized dog food, developed by a team of nutrition-expert veterinarians. Customers complete an online test detailing their dog's characteristics—such as weight, lifestyle, and allergies—and an algorithm recommends the most suitable kibble. This service is supplemented with free veterinary consultations available through the platform. The business model is primarily direct-to-consumer (D2C) online, with plans for brand awareness through offline channels like specialized stores and partnerships with luxury hotels. Revenue is generated from the sale of its classic and grain-free kibble, as well as a line of snacks.
A significant aspect of Hygge's strategy is its focus on sustainability. The company utilizes packaging that is 100% recyclable in paper, a notable feature in the Italian pet food market. Furthermore, Hygge has developed a product line using insect-based protein, which it promotes as a sustainable and hypoallergenic alternative to traditional meat proteins like beef. This insect-based food is presented as having a lower environmental impact concerning land use and CO2 emissions. The company secured a seed funding round of €300,000 in May 2022, led by Prana Ventures with participation from business angels, to fuel its growth and development.
Keywords: personalized pet food, direct-to-consumer pet care, sustainable dog food, Italian pet food startup, insect-based dog food, custom nutrition for dogs, e-commerce pet products, veterinary nutrition, hypoallergenic dog food, recyclable packaging pet food, FoodTech, Pet Technology, D2C pet supplies, Martina Terigi, Giada Iacopini, Prana Ventures, online dog food test, premium kibble, grain-free dog food, animal nutrition